Smartphone shipments have overtaken feature phones for the first time, according to a recent report by the International Data Corporation (IDC). The continent witnessed a robust 17.9% year-on-year growth in smartphone shipments, reaching 20.2 million units in the first quarter of 2024.
This milestone marks a clear transition towards smartphone adoption across Africa, as feature phone shipments declined by 15.9% to 18.8 million units. The surge was particularly notable in key markets such as South Africa, Nigeria, and Kenya, with each country experiencing growth for different reasons.
Transsion Holdings, the parent company of brands like Tecno, Itel, and Infinix, maintained its leading position in the African smartphone market. Their success is attributed to a portfolio of competitively priced entry-level devices tailored to local preferences. However, Samsung and Xiaomi have also gained market share, particularly in the mid-range segment priced between $200 and $400.
Arnold Ponela, a senior research analyst at IDC, noted, “We’re seeing a growing consumer preference for feature-rich models, with shipments of devices priced below $100 declining.”
The market’s growth has been fueled by various factors, including the increasing availability of Chinese brands, innovative financing models, and local assembly initiatives. Kenya, for instance, has benefited from schemes like Mkopa, which allows consumers to purchase smartphones through installment plans; while Nigerians are benefiting from EasyBuy.
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Looking ahead, IDC forecasts a 5.7% year-on-year increase in smartphone shipments across Africa for the remainder of 2024, with sustained growth expected over the next five years. This trend suggests a gradual decline in feature phone usage as smartphone adoption accelerates, driven by increasing consumer demand and technological advancements.